Do you dream of landing a really big client who is so focused on the superior results you’ll get for them that they don’t care what it costs? How can that dream become a reality for you? What do you have to do right now to make that dream a reality?

There are thousands of people out there vying for your prospective high-end client’s attention. If you’re standing in the corner like a wallflower, you’re never going to be seen. To up your game, it’s important to start thinking like the high-end clients think. You can’t try to squeeze them into what’s comfortable for you. If you want to attract them, you have to learn to play bigger.

Let me share with you three strategies I use and teach to my clients that attract high-end clients who will gladly pay more for results:

Strategy #1. Don’t be afraid of charging more for top quality.

Most people believe the sayings, “you get what you pay for” and “if it’s too cheap, there must be something wrong with it”. If your prices are too “budget-friendly”, you’re promoting the perception that your product or services are cheap and not as desirable. Now, this doesn’t mean you can charge a lot while not delivering. Instead, create a high-quality offering and then price it to reflect that superior quality.

You also need to establish a top brand reputation that reflects this higher quality.

One of my very successful clients, Ale Marroquin of Ale Marroquin Image and Business Protocol, took my advice to get really clear on practical ways to improve and polish her brand so it would appeal to leaders in major companies. It worked! She substantially increased her fees and revenues from both corporate and private clients and landed corporate contacts from Coca Cola, Bayer and more.

Remember, quality attracts. They can tell when you’re paying attention to the details. Don’t you know when someone is wearing Armani rather than an off-the-rack suit? So too in every way that you present yourself – make sure your well-designed website, quality photos (not clipart), brochure materials, your marketing message and so forth says “Top Quality.”

Strategy #2. Go above and beyond what’s expected!

Why can 5 Star hotels, like The Ritz-Carlton or the St Regis, charge more than Motel 6? They all have the essentials of a bed and bath, right? But do they provide the same experience? Don’t the 5-star hotels go above and beyond by offering a luxurious experience from the moment you arrive until the moment of departure? They provide excellent service every step of the way, the luxurious sheets, beautiful flower bouquets on the table, plush complementary robes, spa toiletries, etc. Everything is designed to make their clients feel like a million bucks.

Think of the extras that you can provide your clients. Marc and I helped Ale to take advantage of new technology and incorporate structured marketing sequences that attracted and retained more clients. This made a difference because it made her clients feel especially cared for. It doesn’t have to cost a lot to add those little extras.

Strategy #3 Give them more value and more access.

You may need to think outside the box and look for ways that you can offer extras that have high-perceived value. The perceived value is often seen in the way that you frame the offering so your clients feel that they’re getting the very best. This was a key for Ale’s growth. I helped her see the need to create premium signature programs that included extra value that appealed to higher-end clients.

High-end clients are used to being served promptly and they don’t like to wait. They can afford to purchase from anyone, so make sure they feel like you’re there for them when they need you. This means you should give them closer access to you. These are the clients that you want to provide a phone number or email to and then respond promptly.

These three strategies require that you step out of your comfort zone and get out there. Start by up-leveling your marketing plan for maximum exposure. Then take a good hard look at your products and services and see how you can add the quality and value high-end clients demand and don’t forget to go beyond the expected.

Predictable Results™ Assignment

Over the next week, take pen and paper in hand and seriously brainstorm answers to the following questions:

• What can I do to make my clients’ feel special?
• How can I add greater perceived value to what I offer?
• How can I create signature packages that are top quality?

Are you stumped? Call 1-800-267-3245 for a free 30-minute consultation to see how we can help you!

As a pioneering and visionary innovator, Sarah is a certified professional image consultant and brand strategist, speaker, trainer and author. Her company, Illustra Business Coaching, provides leading-edge business building strategies for small business owners & entrepreneurs who wish to take their company to the next level.

Illustra Business Coaching
Copyright © 2015, Sarah Hathorn, AICI CIP, CPBS
1-800-267-3245, [email protected]
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